For the national voice of Canada's 60,000 beef farms and feedlots, Thursday marked the start of a new era.
What used to be known as the Canadian Cattlemen's Association is officially now the Canadian Cattle Association (CCA), a change that comes with not only a new name but also a new logo inspired by country, cattle, and the environment.
The refreshed logo, visual identity and positioning reaffirms CCA’s commitment to “supporting communities, embracing innovation and contributing to the overall sustainability of Canada’s food system,” a release said.
“For 90 years, CCA has been the voice of beef farmers and ranchers across the country,” said Reg Schellenberg, CCA President. “Our organization has grown to include the 60,000 members we represent today. It is important that our name, logo and brand also grow and be reflective of how our organization has evolved.”
While Canadians continue to take action on sustainability, CCA said it is building on generations of industry-wide ecological practices, which include preserving biodiversity, sequestering carbon, restoring Canada’s wetlands, upcycling resources, protecting endangered species and providing the majority of wildlife habitat on food-producing lands.
“We will continue to do what we do best – raise world-class beef for Canadians and international consumers,” added Schellenberg. “As an association, we want to further emphasize the importance of cattle to Canada’s environment, heritage, food security and economy. Our actions reflect the desire for greater sustainability and improved food production because we want to produce beef that makes every Canadian proud.”
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